DSpace at VNU: Vietmac fast food - marketing research and recommendations

Vietmac fast food - marketing research and recommendations Nguyễn Minh Đức Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Dr Trần Đoàn Kim Năm bảo vệ: 2011 Keywords Quản trị kinh doanh; Marketing; Tiếp thị Content TABLE OF CONTENTS ACKNOWLEDGMENT i ABSTRACT ii TÓM TAT iv TABLE OF CONTENTS vi LIST OF CHARTS ix LIST OF FINGURES xi LIST OF TABLES xii INTRODUCTION CHAPTER 1: LITERATURE REVIEW 1.1 Marketing research 1.2 Research methodology theory and implication 13 1.2.3 Sample selection 18 1.2.4 Data collection methods 19 1.2.5 Data processing analysis 19 1.3 The marketing analysis 20 1.3.1 Fast food marketing 20 1.3.2 Market segmentation, target market and positioning 23 1.3.3 Marketing mix 23 1.4 Franchising 25 CHAPTER 2: VIETNAM FAST FOOD MARKET AND VIETMAC MARKETING REVIEW 27 2.1 Vietnam fast food market review 27 2.1.1 Overview 28 2.1.2 Market development 33 2.1.3 Consumer data 34 2.1.4 Competitor information 35 2.1.5 Vietnam Fast food Industry models analysis 38 2.2 V ietmac marketing review 44 2.2.1 About Vietmac 44 2.2.2 Comparative advantages and marketing strategies 50 2.2.3 Initial target market & customer 51 2.2.4 Performances 52 CHAPTER 3: SURVEYS CONDUCTING AND FINDINGS 54 3.1 Surveys conducting 54 3.1.1 Questionnaire design 54 3.1.2 Target respondents and sampling 56 3.1.3 Questionnaires delivery 56 3.1.4 Data processing and analysing 56 3.2 Vietnam fast food market findings 57 3.2.1 About competitors 57 3.2.2 Customers‟ need, habit and satisfaction measurement 59 3.2.3 Behavior of people about fast food products 66 3.2.4 Behavior of people about price 67 3.2.5 Behavior of people about advertising channel 68 3.2.6 Behavior of people about distribution channel 69 3.2.7 Market structure and opportunity 70 3.2.8 Recognition of V ietmac and comments 72 3.2.9 Respondents information 74 3.3 Vietmac satisfaction measurement 76 3.3.1 Satisfaction measurement comperation between Vietmac and KFC 76 3.3.2 Respondents summary 84 3.4 Other findings 86 3.5 Answering the research question 88 CHAPTER 4: SOME MARKETING RECOMMENDATIONS FOR VIETMAC 92 4.1 Recommendations 92 4.2 Action plans 97 4.3 Conclusion 97 REFFERENCES 99 APPENDIXES 101 References Al ries and Jack Trout (2000) “Positioning, The battle of your mind”, Warner Books American marketing association (1960) “Marketing definitions: a Glossary of marketing terms”, Chicago E Jerome McCarthy, (1999), “Basic Marketing: A Managerial Approach”, 13th ed., Homewood, IL: Irwin Euromonitor International (November 2010), “Fast food Vietnam, Country Sector Briefing”, report J David hunger, Thomas L.Wheenlen (2006), “Essentials of Strategic management”, 4th edition, Prentice Hall, p 83 John A Jakle, Keith A Sculle (2002), “Fast Food: Roadside Restaurants in the Automobile Age”, The Johns Hopkins University Press Lars Perner, Ph.D (2008), “Food marketing”, University of Southern California, Report Myy, (2009), “Fast Food for Vietnam‟s Young Urbanites”, Report Peter Drucker (1973), “Tasks, Responsibilities, Practices”, New York: Harper & Row, p.p 64-65 Philip Kotler, (1980), “Principles of Marketing”, Prentice- Hall, Inc., page 136 Philip Kotler (2001), “Marketing management, Millennium edition”, Prentice-Hall, Inc., page Rodriguez, Judith, (2007), “Obesity & Health concerns” Robert Lauterborn, (1990), “New Marketing Litany: 4Ps Passe; C-Words take over” Advertising Age, Crain Communications, Inc., p 26 Jennifer Packer Talwar, (2003), “Fast Food, Fast Track: Immigrants, Big Business, and the American Dream”, Westview Press 99 William G Zikmund (1986), “Exploring marketing research” second edition, Harcourt College Pub World resources institute, “population, health and human well-being Country profile: Vietnam” Internet sources: http://vietmac.vn http://kfcvietnam.com.vn http://lotteria.com.vn http://iollibee.com.ph Vietnam general statistic office (internet): http://www.gso.gov.vn The „big boys‟ crowd into Vietnam‟s fast food market, http://english.vietnamnet.vn/biz/2009/05/846270/ Fastfood: đua “ông lớn”: http://tuoitre.vn/Kinh-te/314606/Fastfood- cuocdua-cua-nhung-%E2%80%9Cong-lon%E2%80%9D.html Fast food Việt - bao giờ?: http://dddn.com.vn/2008062001254776cat117/fast-food- viet-baogio.htm ... http://tuoitre.vn/Kinh-te/314606/Fastfood- cuocdua-cua-nhung-%E2%80%9Cong-lon%E2%80%9D.html Fast food Việt - bao giờ?: http://dddn.com.vn/2008062001254776cat117 /fast- food- viet-baogio.htm ... market and positioning 23 1.3.3 Marketing mix 23 1.4 Franchising 25 CHAPTER 2: VIETNAM FAST FOOD MARKET AND VIETMAC MARKETING REVIEW 27 2.1 Vietnam fast food. .. “New Marketing Litany: 4Ps Passe; C-Words take over” Advertising Age, Crain Communications, Inc., p 26 Jennifer Packer Talwar, (2003), Fast Food, Fast Track: Immigrants, Big Business, and the